Why Felix the Cat is the whiskers: in conversation with Rafa Macias, Universal Products & Experiences

Rafa, thanks for making time. You recently spoke to my colleague Billy Langsworthy about Fast and Furious turning 25. People can read that here. Today, we’re talking about a property that’s well over 100 years old: Felix the Cat. If you had to sum up Felix, how would you describe him?
Felix is one of those timeless characters who never loses his charm, and for over a century, he’s been entertaining audiences with his clever and endlessly curious personality. He’s a playful, mischievous cat who always finds a way out of trouble with a wink and a smile, and we love that about him.

Felix has an amazing, multi-generational heritage and has become an instantly recognisable pop-culture icon. Why does he endure as a character and as a design?
There’s just something so simple yet expressive about him that makes it so easy to get right in all the areas he plays. That iconic silhouette, his big grin and mischievous personality and his Magic Bag of Tricks – all translate across generations and cultures and can be applied to many different categories and seasonal as well as everyday activations.

Above all, he’s adaptable, and – visually – his clean, bold design fits just as easily on an old-school film as it does on modern streetwear or art. That balance of classic charm and contemporary relevance is what makes Felix stand the test of time.

Great answer! Thank you. And why is now the right time for Universal to bring Felix back?
Audiences today love a mix of nostalgia and fresh creativity, and that’s exactly what Felix represents. He’s a one-of-a-kind character with a modern edge, and at Universal, we’re excited to reintroduce him through new collaborations that celebrate both his legacy and his future.

What are some of the challenges of putting a vintage property in the spotlight? How do you overcome them?
The challenge is often finding that balance between honouring the brand’s legacy and making it feel relevant for today’s audience… But with Felix, that’s actually where his strength lies. He doesn’t feel old or obsolete; his design is recognisable and timeless, and his personality still connects instantly. Felix has always been ahead of his time, and we’re now just giving him a stage that matches his modern appeal.

What kind of partnerships have you created for Felix so far? And what kind of collaborations are you looking for?
We’re really focused on partnerships that feel authentic to Felix’s personality and visual identity… Collaborations that make sense both creatively and culturally. A great example is our recent partnership with PUMA on the Felix the Cat Suedes.

I’ll put a picture of those in here – they look amazing!
People can see how the iconic black and white design of the trainer aligns perfectly with Felix’s look and personality… It feels effortless and genuine, and that’s the kind of collaboration we love – when a brand shares Felix’s playful spirit and timeless style.

Looking ahead, we’re excited to explore more partnerships across fashion, lifestyle and art that continue to celebrate Felix’s classic appeal. That said, we’re being selective to ensure they’re the right partners; that they make sense for this character and are bringing him into bold new spaces.

Are there renewed plans to bring Felix back to the screen?
Right now, we’re focused on celebrating the Felix that fans know and love! Fans can expect to see him show up in relevant and unexpected ways such as our exclusive event last month in Soho, London.

Which was a huge success by the look of it. Tell us about it…
Hosted at Phonica Records, the event brought together brands, fashion insiders and cultural tastemakers to spotlight Felix. It marked a new era for Felix, blending the animation character’s classic charm with contemporary edge and creative partnerships. The event transformed the record store into an immersive hub of urban cool, setting the tone for Felix’s return as a character that crosses lifestyle, music and art.

Brilliant. How did you come to working the industry, Rafa? What’s your background?
I’ve always been passionate about building brands through products and experiences. Being a huge fan myself, fuelling fandom is what motivates me every day – so our characters and IP meet our fans where they are and delight them. I particularly love retail; there’s something special to me about a trip to your favourite store or browsing online for that special item that resonates with what your passionate about. I’ve spent my career at the intersection of consumer products, games, retail, and marketing. I was at The Walt Disney Company for over 20 years, most recently at Disney Parks, Experiences, and Products, where I led North America retail sales and brand development.

Earlier in my career, I held leadership roles in Home Entertainment in both the U.S. and Mexico where I started in the Entertainment industry. And now being global gives me the opportunity to be exposed to amazing products from around the world and share best practices from our amazing NBCUniversal teams in every region. It’s been an incredible journey, and all of those experiences really shaped how I approach building brands and connecting with fans.

Fantastic. Thanks for making time for this, Rafa. Let’s wrap it up with one last question… What could I have asked you today that I didn’t?
A question you might have asked is what makes working with a character like Felix so exciting on a personal level. The answer is that it’s rare to get to work with something that has such a rich history yet still feels full of possibility… Every day, there’s a chance to be creative and to introduce Felix to people who’ve never met him before, and that’s incredibly rewarding. We’re making sure Felix shows up in unexpected ways.

Great question, and a great answer. Thanks, Rafa.